7 Mistakes to Avoid When Buying Jewelry Online

Introduction

Buying jewelry online has become a common and accessible practice. With just a few clicks, you can discover thousands of creations, compare prices, and have the piece of your dreams delivered directly to your home. Whether it's for an engagement ring, a precious anniversary gift, or simply to treat yourself, the Internet offers unparalleled choice and transparency often absent from traditional boutiques.

Yet behind this apparent ease lies a legitimate question: how can you be certain of the quality, authenticity, and reliability of the seller behind the screen? The inability to touch the jewelry, see it with your own eyes, or speak face-to-face with a professional can create apprehension, especially when it comes to a significant investment.

This comprehensive guide has been designed as a true safety checklist to transform this apprehension into confidence. We'll review the seven most common mistakes made when buying jewelry online and give you the keys to avoid them. By the end of this article, you'll know exactly which criteria to check to make your purchase with complete peace of mind.

Mistake #1: Ignoring the importance of certificates and hallmarks

The first mistake, and probably the most critical, is neglecting the authenticity guarantees that are certificates and hallmarks. These elements constitute your jewelry's identity card and attest to its real quality.

The certificate of authenticity: your stone's identity card

When you buy jewelry set with precious stones, especially diamonds, the certificate of authenticity is absolutely essential. This document, issued by an independent and internationally recognized gemological laboratory, precisely describes the stone's characteristics: its weight in carats, its color, its clarity, its cut, and its proportions.

The most reputable laboratories are the GIA (Gemological Institute of America), IGI (International Gemological Institute), and HRD (Hoge Raad voor Diamant). A diamond certified by one of these organizations guarantees you an objective and reliable evaluation. Without this certificate, you have no guarantee of the actual quality of the stone you're buying.

At Lauredi, we place paramount importance on transparency and traceability. That's why all our diamonds of 0.3 carats and above are systematically accompanied by a certificate of authenticity issued by a recognized laboratory. This guarantee ensures you know exactly the characteristics of your stone and can invest with complete confidence.

To better understand how to distinguish a real diamond from an imitation, we invite you to consult our complete guide on real versus fake diamonds, which will give you all the elements to spot the difference.

Mandatory hallmarks: the legal guarantee of your precious metal

In France, any precious metal jewelry must legally bear two types of hallmarks. The first is the maker's mark, shaped like a diamond, which identifies the creator or manufacturer of the jewelry. The second is the state guarantee hallmark, affixed by the French State, which certifies the exact fineness of the precious metal used.

These hallmarks are generally found inside the band for a ring, on the clasp for a necklace or bracelet, or on the post for earrings. Their presence is non-negotiable: jewelry sold in France without these markings is either counterfeit or costume jewelry that cannot be presented as precious metal jewelry.

At Lauredi, all our jewelry is made exclusively in 18-karat gold and proudly bears the eagle's head hallmark, the official French symbol attesting to this 750 parts per thousand gold fineness. This quality requirement guarantees the nobility of the metal and the longevity of your jewelry over time.

With reputable jewelers, this information is clearly stated in the product description. Transparency about certification and hallmarks is a sign of professionalism and respect for the customer. To learn more about quality standards in French jewelry, discover our article dedicated to French quality in jewelry.

Mistake #2: Relying solely on product photos

Jewelry photographs on the Internet can be magnificent, but they can also be misleading. This second mistake involves making a purchasing decision based solely on one or two images, however appealing they may be.

The danger of overly perfect photos

Many jewelry websites use 3D renderings or excessively retouched photographs to present their products. While these visuals have the advantage of showing the jewelry in its best light, they don't always reflect the reality of the product you'll receive. Colors can be altered, proportions distorted, and details embellished.

Some unscrupulous sellers even go so far as to use images from other sites or image banks, without ever having the product in stock. Result: you order a piece of jewelry that has no relation to what you thought you were buying.

What to look for to get a true picture

A serious and transparent seller will provide you with several types of visuals. First, photographs of the jewelry being worn, which will allow you to get an idea of its actual size and how it looks on the skin.

The product description should also be extremely detailed. You should be able to find the exact weight in grams of the precious metal used, the exact carat weight of the stones, and all technical specifications. The more precise the description, the more transparent and trustworthy the seller is.

Mistake #3: Not knowing the difference between materials

Confusion between different types of materials is one of the most costly mistakes you can make when shopping online. Not all "golds" are equal, and a price that's too low for jewelry presented as solid gold should immediately alert you.

Solid gold, gold plated, and gold filled: fundamental differences

Solid gold, whether 9, 14, or 18 karat, is an alloy containing a determined proportion of pure gold mixed with other metals to give it strength. An 18-karat gold piece of jewelry contains 75% pure gold, making it a precious and durable material. This type of jewelry retains its value over time and can be passed down from generation to generation.

At Lauredi, we've chosen excellence by offering only 18-karat gold creations. This gold fineness represents the best compromise between purity, beauty, and mechanical resistance, and constitutes the benchmark of quality French jewelry.

Gold plated jewelry, on the other hand, consists of a base metal, often brass or copper, covered with a thin layer of gold. This layer wears away over time and use, revealing the underlying metal. Gold plated jewelry quickly loses its shine and color, and has no resale value.

As for gold filled, this is a technique where an even thinner layer of gold than plated is applied to a base metal. This type of finish is even less durable than gold plated and is only suitable for costume jewelry worn occasionally.

Gold karats: understanding purity and resistance

The term "carat" means two different things in jewelry, which can be confusing. For precious stones, the carat is a unit of weight. For gold, it indicates the purity of the metal. Pure gold is considered to be 24 karats, but it's too soft to be used alone in jewelry.

9-karat gold contains 37.5% pure gold, 14-karat gold contains 58.5%, and 18-karat gold contains 75%. The higher the karat, the more pure gold the jewelry contains, and the more intense its yellow color and the greater its value. However, higher karat also means slightly softer metal.

To learn everything about the different types of gold, their properties, and how to make the right choice according to your needs, consult our complete buying guide on gold.

Mistake #4: Forgetting to check the return and warranty policy

A seller's return and warranty policy speaks volumes about their confidence in their products and their commitment to customer satisfaction. Ignoring these terms before buying is a mistake that can cost you dearly.

The law and beyond: your rights as a consumer

In Europe, the law grants you a 14-day withdrawal right for distance purchases. This means you can return your jewelry within this period without having to justify your decision. However, this legal deadline is a minimum, and many reputable sellers offer much more advantageous conditions.

An online jeweler who believes in the quality of their creations won't hesitate to offer an extended return period of 30 days or more. This generosity demonstrates real confidence in their products and a willingness to give the customer time to ensure the jewelry perfectly meets their expectations. At Lauredi, we offer you precisely this guarantee with our 30-day return policy, because your satisfaction is our absolute priority.

Signs of a confident and professional seller

Beyond the return period, check whether return shipping costs are your responsibility or if the seller covers them. A seller who offers free returns demonstrates they're not trying to discourage their customers from returning a product that doesn't suit them.

The warranty against manufacturing defects is also crucial. A warranty of at least one year, or even two, is the norm in quality jewelry. This warranty should cover manufacturing problems, such as a stone coming loose or a clasp breaking under normal use conditions.

Carefully read the terms and conditions of sale before placing your order. If these conditions are unclear, difficult to find, or written in approximate language, it's a warning sign that should make you think twice.

Mistake #5: Buying without knowing the right size

Size error is probably the most common mistake when buying rings online, and it can turn a positive shopping experience into a source of frustration. Yet this mistake is easily avoidable with the right tools and a little preparation.

The critical case of rings: a matter of millimeters

Ring size is a matter of precision. A difference of just half a size can make the difference between a comfortable ring and one that's impossible to wear. Too tight, it will compress your finger and be difficult to remove. Too loose, it will spin on your finger and risk getting lost.

The additional difficulty comes from the fact that your finger size varies slightly depending on the time of day, temperature, and even hormonal cycles for women. Your fingers tend to swell slightly at the end of the day and in hot weather, and shrink in the morning and in cold weather.

Solutions to determine your size accurately

The most reliable method is to go to a jeweler to have your finger measured by a professional with a ring sizer. If this option isn't possible, many online jewelers offer ring sizers you can print at home. Make sure to print the document at 100% scale without any adjustment from your printer.

Another method is to discreetly measure a ring you already wear that fits you perfectly. Measure the inside diameter of the ring in millimeters and compare this measurement to the size conversion chart provided by the seller.

For a detailed guide with all measuring methods and our professional tips, consult our specialized article on how to find your ring size. You'll also find a downloadable ring sizer and tips for discreetly measuring a loved one's ring size if you're planning a surprise.

At Lauredi, we understand that it's not always easy to determine your size accurately. That's why we offer free resizing of plus or minus two sizes on all our rings. This guarantee allows you to order with complete confidence, even if you have doubts about your exact size.

Finally, check if the jeweler offers a free or reduced-price sizing service. A seller who offers this service demonstrates their willingness to accompany you to complete satisfaction, even if the initially chosen size doesn't fit perfectly.

Mistake #6: Neglecting the seller's reputation and reviews

In the era of online commerce, a seller's reputation is one of the most reliable indicators of their reliability and product quality. Ignoring customer reviews and not checking the site's reputation before buying is a mistake that can expose you to unpleasant surprises.

Where to find real reviews and how to interpret them

Not all reviews are equal. Testimonials present only on the seller's site may be selected or modified to present only positive comments. To get an objective view, consult verified and independent review platforms like Trustpilot, Verified Reviews, or Google Reviews.

These platforms verify that reviews come from customers who have made an actual purchase. Carefully read not only the overall rating but also the content of the comments. Pay particular attention to recent reviews, as they reflect the current quality of service and products.

Be wary of sites that have only extremely positive reviews or, conversely, only catastrophic reviews. An overall rating between 4 and 4.5 stars out of 5 is generally a good indicator. A few negative reviews are normal and show that the feedback is authentic. What matters is how the seller responds to these criticisms and resolves problems.

Other trust signals to check

A professional and trustworthy site always has a detailed "About" page that presents the brand's history, values, and team. This transparency is a sign of reliability and helps put a face to the company.

The physical address of the headquarters or workshop should be clearly indicated in the legal notices. A French SIRET number is also a positive indicator, as it means the company is registered in France and subject to French consumer protection legislation.

Customer service should be easily reachable through several means: phone, email, and ideally live chat. Test the responsiveness of the service by asking a question before your purchase. A service that responds quickly and professionally is an excellent sign. Don't hesitate to contact us if you have any questions about our creations or services.

Mistake #7: Falling for "too good to be true" prices

The last mistake, but not the least, is being seduced by abnormally low prices. In jewelry more than anywhere else, the saying "you get what you pay for" applies perfectly. A price that's too attractive almost always hides a disappointing reality.

The trap of poor quality dropshipping

Some sites offer "gold jewelry" or "diamonds" at unbeatable prices. These sellers often practice dropshipping, a business model where they never have the product in stock. When you place an order, they buy the jewelry from an Asian supplier who ships it directly to you.

The problem with this model is that the seller controls neither the quality nor the authenticity of the product. What you receive is often costume jewelry made of plated or gold-filled metal, with very low quality synthetic stones or even glass. The finish is poor, the proportions incorrect, and the jewelry degrades quickly.

These sites use professional photographs stolen from other sites or 3D renderings that have no relation to the actual product. Prices are deliberately attractive to generate maximum sales before negative reviews accumulate, then the site disappears and reappears under another name.

The real cost of quality in jewelry

Authentic jewelry has an incompressible cost linked to raw materials and craftsmanship. The price of gold and precious metals is set daily on international markets. A jeweler cannot sell an 18-karat gold piece of jewelry for less than the value of the metal it contains.

To this material cost is added the work of a skilled craftsman, the cost of certified precious stones, and the operating costs of a serious business. A quality piece of jewelry represents an investment that is justified by its durability, beauty, and value over time.

Also be wary of permanent promotions with 70% or 80% discounts. A genuine jeweler cannot afford to slash their creations to this extent. These "fake promotions" consist of displaying an artificially inflated initial price to make you believe you're getting a good deal, when the final price simply corresponds to the real price of the costume jewelry offered.

Conclusion: Buying with complete peace of mind

Buying jewelry online is not a path strewn with insurmountable obstacles. By being vigilant and keeping in mind the seven mistakes we've just detailed, you're now equipped to make your purchases with complete confidence.

Remember the essential points: always check for certificates and hallmarks, don't rely solely on photos, understand the difference between materials, carefully read the return policy, take time to measure your size correctly, check customer reviews on independent platforms, and be wary of abnormally low prices.

A serious seller passionate about their craft will always be transparent about their products, manufacturing methods, and commitments to their customers. They will do everything to guide you in your choice and answer all your questions, because they know that trust is built on transparency and quality.

Online shopping offers considerable advantages: unparalleled choice, transparency on prices and jewelry composition, the ability to take your time to compare and think, and often more advantageous rates thanks to the absence of intermediaries. These advantages shouldn't be spoiled by an avoidable mistake.

Ready to make your choice with complete peace of mind? Discover our 18-karat gold creations and certified diamonds, made in France with passion and accompanied by our satisfaction guarantee. Each piece of jewelry is delivered with its certificate of authenticity and benefits from our 30-day return policy.

FAQ: Frequently Asked Questions About Buying Jewelry Online

Can you really trust online jewelry stores?

Yes, provided you choose a serious and transparent seller. Check for verified customer reviews, a physical address in France, complete legal notices, and easily reachable customer service. A professional site will always provide certificates for precious stones and detailed information about hallmarks and metal composition.

How can you verify that a diamond is authentic when buying online?

An authentic diamond must always be accompanied by a certificate issued by a recognized gemological laboratory such as GIA, IGI, or HRD. This certificate describes all the characteristics of the stone and guarantees its authenticity. Without this document, you have no guarantee of the stone's quality and authenticity.

What should I do if my ring size doesn't fit after receiving it?

Check before purchasing if the seller offers a sizing service. Most reputable jewelers offer this service free or at a reduced price. You'll generally have two options: return the ring to have it adjusted to the right size, or benefit from a standard exchange as part of the return policy.

Are gold plated jewelry pieces of poor quality?

Gold plated jewelry is not necessarily of poor quality, but it cannot be considered precious metal jewelry. The gold layer wears away over time and use, and this jewelry has no resale value. It's suitable for costume jewelry to be worn occasionally, but not for a lasting investment.

How long does the warranty last for jewelry purchased online?

The standard warranty in quality jewelry is at least one year, and often two years for high-end creations. This warranty covers manufacturing defects such as a stone coming loose or abnormal breakage, but not normal wear or damage caused by misuse.

What's the price difference between 9, 14, and 18 karat gold?

18-karat gold, which contains 75% pure gold, is the most expensive because it contains more precious metal. 14-karat gold contains 58.5% and 9-karat gold 37.5%. Beyond price, 18-karat gold offers a more intense yellow color and better value retention over time. It's the standard of quality French jewelry.

Are returns always possible for personalized jewelry?

Custom-made or personalized jewelry is generally excluded from the right of withdrawal, as it's made specifically for you according to your specifications. This exception must be clearly mentioned in the terms and conditions of sale before your order. However, the warranty against manufacturing defects still applies.

How do I maintain jewelry purchased online to keep it shining?

Gold and precious stone jewelry requires regular but simple maintenance. Clean them with warm soapy water and a soft toothbrush, rinse thoroughly, and dry with a soft cloth. Avoid contact with chemicals, perfumes, and creams. Store each piece of jewelry separately to avoid scratches.

Is it better to buy lab-grown or natural diamonds online?

Lab-grown diamonds offer the same physical, chemical, and optical properties as natural diamonds, at a generally more affordable price. They constitute an ethical and sustainable alternative, without compromising on quality. The choice between the two depends on your priorities: if you're looking for a stone loaded with geological history, opt for a certified natural diamond. If you prioritize value for money and ethical aspects, lab-grown diamonds are an excellent choice.

What do hallmarks on gold jewelry mean and where can you find them?

Hallmarks are mandatory markings in France that guarantee the authenticity and fineness of precious metal. The maker's mark, shaped like a diamond, identifies the manufacturer. The state guarantee hallmark, affixed by the State, certifies the gold fineness (375 for 9 karat, 585 for 14 karat, 750 for 18 karat). These hallmarks are generally found inside the band for rings, on the clasp for necklaces and bracelets, or on the post of earrings.